The impact of the development of television on relations between countries and their ability to build their mental image abroad, and to influence audiences in foreign countries.
Therefore, diplomatic theories must evolve to include new fields, the most important of which is television diplomacy, and countries' use of television channels to build their international standing, reputation and image and influence public opinion.
When the TV cameras came
Television cameras have become effective in shaping international relations, and their role has become more than that of the leaders of countries who attend meetings and conduct negotiations. The images transmitted by the cameras affect the public's perception of the power of the countries represented by these leaders, and push the public to support or reject the position of a particular country.
The state’s ownership of satellite channels has become one of the most important means of building prestige and power in the global system, so the development of satellite channels has been linked to the development of new types of diplomacy such as “space diplomacy”, whereby the masses in the world have become directly watching the movement of state leaders and their meetings and follow their speeches
A new stage in the history of diplomacy
The development of television channels constituted a new stage in the history of diplomacy and the basis for a new diplomacy that came out of closed rooms into the public space to influence public opinion.
However, is it possible to develop a new scientific field that we call "TV diplomacy"?
How can this type of diplomacy be distinguished from many types of public diplomacy?
How can universities play their role in qualifying new cadres who can plan to use television channels in building international relations?
The most important feature of television diplomacy is that it can include all types of diplomacy. Countries use television channels to achieve many goals, the most important of which is building their soft power at the international level, which qualifies them to play a role in solving international problems and mediating between countries in resolving conflicts, in addition to To public diplomacy and influence the masses.
Flow of news and narration of events
Countries work to build their media power by establishing television channels through which information about events flows to the masses in foreign countries from the perspective of the state’s foreign policy planners. Its reputation, presence and standing at the global level.
Satellite broadcasting and cross-border information flow
Therefore, television channels have become one of the most important means of international diplomacy, especially after the development of satellite broadcasting, which facilitated the flow of information, images and cultural products across borders.
The state’s ownership of satellite channels has become one of the most important means of building prestige and power in the global system. Therefore, the development of satellite channels has been linked to the development of new types of diplomacy such as “space diplomacy”, whereby the masses in the world have directly witnessed the movement of state leaders and their meetings and follow their speeches.
global diplomacy
Satellite channels have become the basis for global diplomacy linked to globalization, as news and information flow across borders to shape the image of the world in the minds of the masses and the status of countries in it.
In this intertwined world, every country is trying to spread its messages to win the minds and hearts of foreign countries, and relations between countries have become based on mental images that satellite channels have become the main actor in building.
Despite the increasing interest of researchers in recent years in the concept of "space diplomacy", the definition they used is still narrow, as it revolves around the state's use of satellite channels to influence the opinions and trends of peoples and the decisions of the ruling elites and leaders in foreign countries. A new one that can accommodate many of the global diplomatic functions of satellite channels.
Towards a new definition opens the field
Therefore, we present here a new definition that can open the scientific field and expand many activities that countries can undertake. Television diplomacy - according to the new definition - includes the process of influencing the flow of news, information and cultural products through television channels to the world, which contributes to building the perception of the masses. the world and the position of each country in it.
The role of the state in building the image of the world occupies an important place in this new definition. International relations is not limited to the formation of the image of the state itself, television channels build the image of the state within the overall picture of the world.
Therefore, the development of the theory of global diplomacy needs to study the role of television in providing information to the masses about events and building the image of the world.
The global TV content industry
A country that wants to build its international position must first think about its contribution to the global TV content industry, which is a multi-dimensional industry. produced by other countries that satisfies the masses' needs for knowledge and influences their perception of the world.
Building the state's position in the global media system
The state's ability to influence peoples and win hearts and minds is also increasing as it builds its strength and position in the global media system and its contribution to the global TV content industry increases.
This means expanding the field of television diplomacy to include many studies and theories that can contribute to the qualification of many cadres to build the country's media strength, global status and international relations. Countries have expanded their investment in creating television channels and using them to influence the masses.
Spending increases despite the economic crisis
There is an important aspect that can illustrate the importance of television channels as a source of the state's strength and building its global standing, as many countries have increased their spending on television channels despite the global economic crisis that began in 2008.
Many countries have reduced spending on embassies while increasing spending on the use of television channels to build their global reputation and standing.
Strategic Planning for Television Diplomacy
This shows that television diplomacy has entered the field of strategic planning to build international relations, especially in the United States, European countries and China, and there are many countries that are spending lavishly on television channels that indirectly achieve their foreign policy goals, such as supporting their allies, or overthrowing regimes. Hostile and distorting its image in the minds of the masses, and this constitutes a development of diplomacy in general, building international relations and the formation of a new world order in the 21st century.
TV and constant communication
Television channels facilitated the process of continuous communication between the leaders of countries, elites and politicians in the countries of the world, thus achieving the main goal of diplomacy. Without communication, international relations cannot be built, and agreement on cooperation cannot be achieved to achieve goals at the global level. Therefore, television channels' coverage of events reduced The importance of the role of traditional diplomats in gathering information to help foreign policy makers in their countries to make decisions that achieve national interests.
diplomatic revolution
The development of satellite channels constituted a revolution in the field of diplomatic work, and imposed on countries to rebuild their diplomatic systems, and to plan to build their international image and prestige using television diplomacy, which we are working to expand the field of study.
Television diplomacy performs many functions, the most important of which are:
Providing information to the masses about global events and crises. In crises, the public’s need for information is greater and the viewership of television channels increases, but people need information that is accurate and credible. Therefore, the influence of television channels increases as the public’s confidence in them increases.
Building relations between countries by transmitting mutual messages, facilitating the process of communication between leaders of countries, and achieving mutual understanding based on knowledge.
Exchange messages about proposals and solutions offered by countries to crises and problems at the global level.
Managing dialogue between elites from different countries, facilitating the possibilities of discussion and negotiation on many issues, and increasing opportunities for intercultural dialogue.
Building the image of the world in the minds of the masses. Within the framework of that image, mental images of countries are built, and one of the most important features that countries are marketing is that the state can mediate and work to reach a solution to crises that affect people’s lives, as Turkey did in concluding an agreement between Russia and Ukraine to facilitate the export of Ukrainian grain to save the world from a food crisis, and this model demonstrates the importance of the actions undertaken by the state to resolve crises, and their impact on building its global image, Turkey has been able to build a positive image of itself based on the fact that it saved humanity from famine, and by using television diplomacy the state can build its position its global reputation and its impact on peoples.
Increasing the state's cultural influence on peoples, and this contributes to building long-term informal relations with the masses, as satellite channels contribute to transforming relations between states into relations based on the exchange of knowledge and cultural products, and this can contribute to the development of relations between states, cultures and civilizations during the 21st century .
Connecting citizens living outside the state with the issues of their homeland, providing them with knowledge to play their role in building the image of the state abroad, and increasing the possibilities of building relations with peoples.
New horizons for TV diplomacy
The 21st century will witness the building of a new world order in which relations between nations are based on the exchange of knowledge and cooperation in facing crises that could threaten humanity.
Television diplomacy can play an important role in building this system and increasing people's capabilities for dialogue, exchange of experiences and solutions to problems.
Therefore, countries should encourage their universities to develop scientific programs aimed at qualifying many cadres that contribute to the development of the diplomatic system using television diplomacy. Can Arab universities face this challenge by developing media and political studies and consciously linking disciplines to develop new scientific departments such as TV diplomacy?